A customer discovers a product on Instagram, compares it on a website, visits a store and contacts support after buying. Those touchpoints can operate as separate sales channels, or they can share information to create a connected customer experience.
That distinction is central to multichannel and omnichannel ecommerce. Both approaches help brands reach customers across channels, but they differ in how those channels work together.
The practical difference appears when shoppers change channels. Can a store see an online order? Is local inventory up to date? Can support find the same purchase record?
Originally published December 2023. The brand examples and screenshots illustrate campaigns and customer experiences from that period.
Omnichannel vs multichannel at a glance
| Question | Multichannel | Omnichannel |
|---|---|---|
| Where can people buy? | Across two or more channels, which may operate separately. | Across connected channels that share relevant information. |
| What happens when a buyer switches channels? | They may need to repeat steps or information. | Inventory, order or customer information can carry across supported channels. |
| What does the team need? | Channel ownership, consistent product records and reliable reporting. | Integrations, shared data and coordination across fulfilment and support. |
| When is it a useful fit? | When new channels can be managed without fully connected customer journeys. | When buyers frequently move between channels and continuity helps complete a purchase. |
What omnichannel retail means
(Shopify)
Omnichannel retail connects the systems behind a brand’s sales and service channels. A shopper might check store inventory online, pay on the website and collect the order in person.
Customers often have channels they prefer to use when interacting with a brand. They may research a product online and purchase it in-store. They might then sign up to receive product updates via email.
A connected setup can make certain handoffs easier for customers. Typical examples include:
- Providing customers with the same products and pricing across all channels
- Sharing customer data with teams (e.g., customer support/sales teams)
How omnichannel retail works
Here’s the perfect example:
John purchases a laptop from a company. He’s a returning customer, and all information about his previous purchases is available in the customer relationship management (CRM) tool.
A salesperson interacting with him can reference the information available to make upsell or cross-sell recommendations to increase John’s AOV. Suppose John calls the company’s contact center to complain about the purchase. In that case, a customer service rep can quickly access his information and resolve the problem on his preferred channel – phone or email.
An omnichannel approach allows John to complete his purchase online and pick it up in person from the nearest physical store.
Omnichannel retail involves identifying customer touchpoints and opportunities to deliver a more convenient and personalized experience.
What multichannel retail means
(Shopify)
Multichannel retail means selling or reaching customers through two or more channels, such as a website, marketplace and physical store. Each channel may have its own stock records, order process, promotions and support workflow. Shopify’s multichannel retail guide explains how this works.
Multichannel selling can help brands reach buyers through distinct marketplaces, stores and digital channels. Operating each channel separately can reduce the amount of technical integration required at the beginning, although order management and reporting still need coordination.
How multichannel retail works
Meet Jane, a tech-savvy shopper who’s been eyeing a new smartphone for a while now. As she begins her search, she comes across a company’s website selling the same smartphone. She reads the specs and customer reviews but still has a few questions.
She decides to reach out to the company through the live chat feature – on their website. A customer service rep promptly answers her questions and offers a discount code.
Jane doesn’t buy but is impressed by the customer service and decides to follow the company on social media. Two weeks later, she sees a sponsored post on her Facebook feed about the phone. She clicks on the ad and is taken to a landing page that provides more information about the phone. She’s still weighing options, so she doesn’t buy it.
Later, Jane is walking around the road when she sees the company’s store. She decides to see the phone for herself and speaks to a sales representative who demonstrates the features and capabilities of the phone in person. She is impressed and purchases it on the spot.
Jane encountered the brand on its website, social media and in-store. In a multichannel setup, those interactions can remain separate even when each channel provides useful information.
With connected customer and order records, the store team could see Jane’s online interactions where she has consented to that use of her data. The brand could also offer pickup and cross-channel returns if its systems support them.
For example, the company could use her chat history to inform the sales representative, or she could make her purchase online and pick it up in-store.
Omnichannel vs. multichannel: key differences
Both models use more than one channel. The clearest differences are how they handle customer records, inventory, orders, service and reporting:
- Customer focus
Multichannel describes where a brand sells or communicates. Omnichannel describes how those channels share information. A brand can serve customers well with either model; the integration requirements depend on which journeys it supports. See Talkative’s guide to the differences.
A multichannel approach involves media like;
- Websites
- SEO
- Billboards
- Phone calls
- Social media
- Radio ads
- TV
An omnichannel setup may use some or all of the same channels. What matters is the connection between them, such as shared stock availability and order records.
- Integration
Omnichannel integrates all channels used, while multichannel doesn’t fully integrate them. Consider a customer who wants to buy a pair of shoes. In an omnichannel approach, he starts by browsing the company’s website to find a store nearby.
Upon arrival, he scans the QR code on a shoe display – using his mobile phone – to learn more about the product. He decides to buy but has two options;
- Complete the purchase in-store
- Order online and have the pair of shoes shipped to his home.
In a multichannel approach, he starts by browsing shoes on the company’s website, then visits the physical store to try the shoes before making a purchase. However, the online and offline experiences may not be fully integrated, so he may encounter discrepancies in pricing or inventory information between the website and the physical store.
- Data management
Both models need reliable product and transaction data. An omnichannel setup additionally needs integrations, shared identifiers and access rules so relevant records are available across supported touchpoints.
For example, a shopper visits a company’s website to research a product. Later, he visits a physical store to buy it.
In an omnichannel approach, the company would connect the two interactions to recognize that the customer already showed interest in the product online. They’ll then use this information to personalize the in-store experience by offering additional product recommendations or discounts.
With a multichannel approach, however, customers who interact through one channel will not be recognized when interacting with the company through another channel.
- Consistency
A connected setup can support consistent stock information and purchase records across channels. Separate systems may display different availability or require customers to repeat steps.
Imagine buying a laptop online and collecting it from a nearby branch. If the retailer connects ecommerce, store and returns systems, staff can retrieve the order and follow a common returns process. The actual policy still depends on the retailer.
With separate channel systems, stock levels, promotions and return handling may differ between the website and physical store.
- Communication
(Omnisend)
Two-way communication is possible in both models. Omnichannel service adds the ability to continue customer conversations across channels, so a support agent can access relevant earlier messages and purchase history.
With a multichannel approach, brands rely on mass advertising to promote their product across multiple channels. The communication is one-way, and there’s no emphasis on establishing a relationship or engaging with customers beyond promoting the product.
Multichannel retail examples from 2023
Gymshark
(Gymshark)
Gymshark’s multichannel marketing strategy is designed to reach and engage with customers across various touch points. Here’s a breakdown of how Gymshark creates brand experiences on each channel:
Social Media
- Gymshark leverages platforms like Instagram, YouTube, and TikTok to showcase products and promote its brand message.
- The brand creates unique and funny content to highlight the features and benefits of exercise.
- Gymshark uses influencer marketing to partner with fitness experts who align with their brand values.
Commerce Platform
- Gymshark’s Commerce platform, Shopify, is designed to make it easy for customers to browse and purchase products online.
- The website features products in action, along with descriptions and reviews.
- Gymshark offers free shipping and discounts to motivate customers to buy.
Retail
Gymshark opened its first permanent retail store on London’s Regent Street in October 2022. Its flagship combines product shopping with workouts, events and community activities.
Retail stockists and product availability can change. For a current store experience and direct information about the brand’s physical presence, consult Gymshark’s official Regent Street store page.
At the Regent Street flagship, customers can try on products and take part in fitness and community activities described on Gymshark’s store page.
Events
(Gymshark)
Gymshark athletes host fitness runs that allow customers to engage with the brand.
Gymshark also sponsors other fitness competitions, cementing its position as a leading brand in the industry.
Coca-Cola
Coca-Cola’s television, print and digital campaigns illustrate multichannel marketing: a brand message reaches people through several media. An earlier analysis of Coca-Cola’s channel strategy describes those campaigns. Marketing distribution is a different question from integrating retail orders and inventory.
Coca-Cola’s multichannel approach includes:
TV
Coca-Cola’s TV commercials are aired globally with a consistent brand message and visual style.
(etsy.com)
Coca-Cola’s print ads are featured in well-known magazines and newspapers worldwide. They are easily noticed through the brand’s signature red and white color scheme and often feature celebrities.
Online
The brand’s website features interactive content and product information, while its social media channels showcase user-generated content and promotions.
Mobile
Coca-Cola has a mobile app that provides customers with special offers and rewards. It features games and challenges that encourage engagement.
Omnichannel retail examples from 2023
Starbucks
Starbucks has used its app, loyalty account and stores to connect digital and physical ordering. An earlier overview of its omnichannel approach describes that experience.
Here is the omnichannel approach used by Starbucks:
Mobile App
Starbucks’ mobile app is the centerpiece of its omnichannel strategy. The app allows customers to order ahead, earn rewards, and receive personalized offers.
Online Ordering
Starbucks’ website allows customers to order through Doordash or Uber Eats. Customers can select their preferred pickup location and time, customize their orders, and pay online.
In-Store Experience
Starbucks’ physical stores are designed to provide an excellent customer experience. Customers can place their orders in-store and also make payments.
Social Media
Starbucks’ social media presence on platforms like Facebook and Instagram allows it to connect with customers through conversations and information sharing.
Loyalty Program
Starbucks’ loyalty program allows customers to earn and redeem reward points.
Sephora
Sephora’s loyalty program, ecommerce site, app and physical stores offer several ways to connect product research and purchase history. An earlier overview of Sephora’s strategy describes the customer journey.
Here’s how each channel works;
Mobile App
Sephora’s mobile app allows customers to shop for products, access personalized recommendations based on their preferences, and receive mobile bonuses online and in-store.
Online Shopping
Sephora’s website allows customers to shop online. They can browse the latest products, explore different categories, and purchase directly on the website. It also features product reviews and ratings from other customers.
In-Store Experience
In-store, Sephora shoppers can try products and ask beauty advisers for recommendations. The retailer’s earlier Color IQ experience illustrates how digital product information can support an in-store consultation. Background: risnews.com.
Social Media
(Criteo)
Sephora also uses social and video platforms for product discovery. Those channels connect to the wider retail experience when customers can move from discovering a product to finding it, buying it or asking for help.
Loyalty Program
Sephora’s “Beauty Insider” loyalty program allows customers to earn exclusive rewards. It also offers perks such as early access to new products and free birthday gifts.
One customer journey, two very different experiences
Imagine someone looking for a pair of shoes after seeing a product on Instagram. They check a retailer’s website, find a nearby store and plan to collect the order on their way home. The channels are the same in both examples below. What changes is the information they share.
| Customer action | Multichannel setup | Connected omnichannel setup |
|---|---|---|
| Checks whether the shoes are available | The website shows online stock; the customer calls the store for local availability | The website displays available stock at the chosen store |
| Reserves or buys the product | The customer orders online for delivery or visits the store to purchase separately | The customer can reserve or pay online and select store pickup |
| Collects the order | Staff may need to locate a separate store record or ask for details again | The pickup team can see the order and hand it over using the same order reference |
| Requests a return | The return process depends on the original channel’s rules and records | Supported channels can access the purchase record and process the return consistently |
The important handoffs are inventory availability, pickup and returns. A brand selling through its website and marketplaces might prioritize synchronized stock and order records before adding physical-store services.
Which handoff should a retailer improve first?
Look for a customer task that already crosses channels and creates repeat contacts, cancelled orders or manual work. If the problem is online buyers arriving at stores for out-of-stock items, start with inventory availability. If staff spend hours tracking marketplace settlements, improve the financial data connection. If customers repeatedly explain previous conversations, connect customer-support records where the system permits.
Choosing between multichannel and omnichannel retail
Map the customer journey you actually offer. If you sell through a website, a marketplace and a store, identify which product, stock, order and support records need to pass between systems.
A multichannel setup can be practical when each channel has a clear role and the business is still building its operations. Omnichannel retail makes more sense when customers frequently move between channels and expect continuity, such as checking local inventory online or collecting an online order in-store.
Before investing in a more connected setup, review your ecommerce platform, point-of-sale system, inventory data and customer records. Identify the integrations you need and the workflows that would benefit first. For the reporting side, see how disconnected financial systems affect multichannel ecommerce brands.
